Unicef: KIMBO by J. Walter Thompson Madrid for UNICEF (United Nations International Children’s Emergency Fund)

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR
Market Spain
Agency J. Walter Thompson Madrid
Copywriter Alberto Espeja, Gaston Guetmonovitch
Producer Jesus Cabanas, Luciano Firmo, Juan Pablo Garcia
Released June 2011

Awards

Cannes Lions 2011
Media Lions Charities, Public Health & Safety, Public Awareness Messages Silver

Credits & Description

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser/Client: UNICEF
Product/Service: UNICEF
Entrant Company: JWT Madrid, SPAIN
Advertising Agency: JWT Madrid, SPAIN

Managing Creative Director/Creative Director: Miguel Bemfica (JWT)
Creative Director/Art Director: Ivan de Dios (JWT)
Copywriter: Alberto Espeja (JWT)
Copywriter: Gaston Guetmonovitch (JWT)
Producer: Luciano Firmo (JWT)
Producer: Pablo Garcia (JWT)
Producer: Jesus Cabanas ()

Results and Effectiveness:
We communicated in a different way to the other NGO´s using the name as a media so that we received very high coverage that reached almost all the population.

The campaign generated 110 news items with an estimated audience of 18 million people, that means an economic value of 390,000 €

Internet:

192,000 visits and 32,485 registrations.
43,000 likes and 4,551 more fans in Facebook (151%).
On Twitter the number of followers increased 62%.
2,289 mentions in blogs and forums.
More than 50 companies joined the campaign.
Creative Execution:
We made a TV spot with the legendary NBA Star Pau Gasol, then many celebrities joined by changing their names, and soon it was an unstoppable social movement followed by thousands of people in Spain.
Insights, Strategy and the Idea:
We gave an example of helping save the lives of kids with a tale made for real: "If you change your name, you can save a life". So because everybody has a name, everybody can help.
Unicef wanted captive audiences communicating in a different way to the other NGO´s, using new media like social networks and trying to get as many e-mails as possible for use on their database when there is an emergency and need help.
The audience was from 0 to 99 (so everyone), but Unicef in this case didn't come with hard information about kids that die everyday in the world, this time the option was more emotional to get to their hearts with a beautiful but powerful example of helping.
The client found a powerful message of helping that was quickly understood by the audience that made a simple commercial become a social movement.

The Promo / PR Ad titled Unicef: KIMBO was done by J. Walter Thompson Madrid advertising agency for product: Unicef Donation (brand: UNICEF (United Nations International Children’s Emergency Fund)) in Spain. It was released in Jun 2011.